营销投入与企业绩效相关性研究——基于国内运动品牌上市公司数据

Research on the Correlation between Marketing Investment and Enterprise Performance—Based on the Data of Domestic Sports Brand Listed Companies

以国内运动品牌上市公司为例,探讨了营销投入和企业绩效的相关性,进行实证研究后结果发现营销投入对企业绩效呈正向促进作用,企业的资产、经营规模与企业绩效呈负相关关系,产权比率与企业绩效呈正相关关系;无形资产和营业收入同比增长率对企业绩效的贡献偏小。国内运动品牌企业应当适当加大营销投入,选择适合本行业的营销组合,加强客户关系管理,并且做好售后服务和营销。

Taking the domestic sports brand listed companies as an example, this paper discusses the correlation between marketing investment and corporate performance, and finds that marketing investment has a positive promoting effect on corporate performance. There is a negative correlation between assets and business scale, and a positive correlation between equity ratio and business performance. The year-on-year growth rate of intangible assets and operating income makes a small contribution to enterprise performance. Domestic sports brand enterprises should appropriately increase marketing investment, choose a marketing mix suitable for the industry, strengthen customer relationship management, and do a good job in after-sales service and marketing.